What hasn't happened yet: the shape of digital to come?

What hasn't happened yet: the shape of digital to come?
Document type
Paper
Corporate author(s)
Chartered Institute of Marketing
Publisher
Chartered Institute of Marketing
Date of publication
1 March 2010
Series
Chartered Institute of Marketing Paper
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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Arthur Charles Clarke famously said that 'Any sufficiently advanced technology is indistinguishable from magic'. If technology has become magic, then, argues this paper, marketers are the alchemists. A common criticism of marketing is that it manipulates people into making choices they wouldn't otherwise make. The truth is somewhat subtler: that marketers now often know what customers are thinking before they themselves know. Websites can show us how to live our lives each day: it's your mum's birthday, so don't forget to buy flowers; and your car insurance is due, so why not look at some different providers? Identifying this insight is what is leading the greatest digital companies to success. This paper taps into some of the magic behind that success.

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